Ten thousand words long article | How to increase user growth?

In the era of inventory, how can we achieve user growth ? Maybe you need to learn some knowledge about user operations .

1. What is user growth?

1. Classification of Internet operations

Internet operation positions are classified according to operation core, operation object, operation platform and operation level:

• From the core of operation: it can be divided into several common categories such as product operation, content operation, user operation, event operation, channel operation, and the recently popular growth operation;
• From the perspective of the object of operation: it can be divided into APP operation, community operation, new media operation, short video operation, membership operation, e-commerce operation, game operation, course operation, delivery operation, category operation, merchant operation, etc.
• From the perspective of the operating platform: it can be divided into SEO/SEM search engine operation, ASO application store operation, Tmall operation, JD operation, Pinduoduo operation, Weibo operation, WeChat operation, etc.
• From the perspective of operation positions: they are divided into operation specialists, senior operations, operation supervisors, operation managers, operation directors, COO, etc. Job levels will also be subdivided based on operational core and objects, such as user growth, senior user growth, user growth manager, user growth director, etc.

2. User growth

Pay attention to the entire user life cycle, take user acquisition as the primary goal, continue to pay attention to the entire process of subsequent activation, retention, conversion, dissemination and acquisition of new users, and continuously reduce customer acquisition costs through operational strategies.

• Job description: Investigate user needs, explore user pain points, establish a stable and continuous customer acquisition model, and pay attention to activation, retention, conversion and fission after acquiring users; continuously empower fission communication through various communication tools.
• Core skills: How does an interviewer measure whether a user growth person has the ability and qualifications? The most intuitive way is to see how much the candidate's work experience on his/her resume increases during the work process.

Possess growth mindset and be proficient in user pain point analysis.

Proficient in fission tools and growth techniques: third-party growth tools (all paid tool companies are responsible for them), marketing rules of corresponding platforms, and various growth fission modes.

Possess data analysis capabilities: focus on growth data and continuously adjust operational decisions through data analysis.

It has rich channel resources, seed user resources, and KOL/KOC resources.

2. What are the models for user growth and how to do it?

1. AARRR Pirate Growth Model

“How to acquire users effectively” is indeed one of the core concerns of user growth, but it does not completely represent growth. User growth will focus on the entire user life cycle LTV (from user acquisition, to activation, to retention, to recommendation, and then to monetization) and continue to pay attention to the complete growth loop. The most basic is the AARRR Pirate Growth Model.

1) Acquisition

It is the foundation for user growth to come first. Failure to acquire users means that subsequent activation and retention are all in vain.

• Who is the target user?
• Where are the target users?
• How to acquire users? What are the user needs?
• How to acquire users at a lower cost?

For example, taking the online education business for junior high and high schools, students are learning users and parents are paying users. In the early childhood/primary school stage, students do not have the right to make their own choices. Parents usually have the decision-making and payment rights for their children's classes. The focus of online education companies' business operations in the early childhood/primary school stage is also on students' parents, rather than the students themselves.

However, as students reach junior high and high school, this phenomenon changes: parents of junior high and high school students will not interfere too much with their children's right to choose education. If junior high and high school students think the courses are good, parents' willingness to pay for the courses will reach more than 90%. In the junior and senior high school business, students will no longer be ignored because they are not a paying group, but the traffic of junior and senior high school students also has important operational significance.

At the same time, QQ, which focuses on social diversity, is popular among young users before graduating from college, while WeChat, which focuses on simple social interaction, is the main social tool for more young people after work. Among QQ’s 650 million daily active users, 80% are concentrated among young people born after 2000. Therefore, compared with WeChat, QQ's traffic is more accurate.

2) Activation (improving user activity)

Only with good experience and sufficient value will users remain active.

To activate users, you need to think about two issues from the user's perspective:

• If I were a user, what would my actual experience be like?
• What value can it give me?

3) Retention

To improve retention, it is necessary to investigate the real needs of users, meet their needs as much as possible to increase the cost of user abandonment, and continuously improve product value to improve retention.

• Increase user abandonment costs;
• Do everything we can to meet user needs;
• Increase the value of the product to users.

For example, the QQ group operators of leading online education companies will update learning materials every day to let users see the value of the QQ group and thus ensure the group retention rate.

4) Revenue

It is necessary to obtain income. In the Internet age, almost all products are for the purpose of profit. The essence of how to make profit is the establishment of product business model, that is, how to convert users and enhance the value of users to the product.

• The essence of the product is business;
• It is difficult to maintain a balance for products without commercial interests.

5) Referral (viral spread)

Viral transmission, also known as self-propagation, refers to the process of achieving explosive growth in users through word-of-mouth promotion such as sharing and interaction in online and offline social interactions.

The key to achieving viral transmission is:

• Do you understand user psychology?
• Whether it solves user needs;
• Whether the user experience exceeds expectations.

This will arouse users' desire to share and lead to dissemination or fission, so that Internet products can achieve the maximum diffusion effect at the lowest cost.

The rise of many brands is due to word-of-mouth promotion. For example, Haidilao has raised the standards of its hotpot service, providing customers with an experience beyond their expectations. Customers also voluntarily share this wonderful experience on social platforms, further building online reputation and thus achieving explosive growth in users.

2. Fission Growth Model

1) Channel terms

1. Reach: How many users saw your message (hooked up to initial exposure).
2. Exposure: The total number of people in the channels covered by your message (linked to initial exposure).
3. C0 value (seed user/initial exposure): can be understood as "target user" or user channel. The number of seed users determines the success or failure of the fission effect. If you want to achieve good results, you need to obtain as many seed users as possible.

Seed user supplement: Seed users must be users who have direct or indirect demand for your product.

For example, if the product being promoted is a high school Chinese tutoring course, the corresponding user groups are high school students and their parents. However, if you promote high school courses to college students, users who do not meet the product requirements do not satisfy the conditions of being seed users, and fission will not be effective.

2) User action nouns

1. Clicks: How many users clicked on your message (hook engagement rate).
2. Participation: How many users participated in your fission campaign (hook participation rate).
3. Participation rate: actual number of participants/total number of clicks.
4. Sharing and bringing in people: How many users enter through sharing or invitation (linked to the bringing in rate and K value).
5. Carrying rate (K value: fission coefficient): K=I*Conv.
6. CT value: It means transmission cycle, which refers to the time period when seed users lose the ability to invite new users after a round of transmission. The shorter the CT value, the better the fission effect.

I: Invitation represents the number of invitations sent by each user (sharing rate).

Conv: Conversion rate refers to the success probability (conversion rate) of each invitation.

K value: K value is often used to express the viral coefficient. K value generally represents how many new users each existing user can bring.

Suppose in an event, you sent invitations to 10 people, I=10, and 2 of these 10 people accepted your invitation, then Conv=20%, K=10*20%=2 people, which means that each initial user can bring 2 new people.

When K=1, it is equivalent to one user bringing one new user, which means there is still growth, but the growth is relatively slow. When the K value is less than 1, fission is of limited propagation. In this case, after a period of time, the number of new users will gradually decrease until it reaches 0, and fission will completely stop growing.

K-value community fission version: the number of people joining the group through invitation/channel (seed users).

It can be seen that in different scenarios, the K value calculation method corresponds to different indicators. Although when the K value is <1, the fission propagation is limited. However, in the community fission model, when the fission K value is greater than 0.8, it is quite excellent. 0.5/0.6 is the normal level. Going lower requires continuous polishing and optimization.

3. Build a closed loop of private domain traffic

When we shop on Taobao, JD.com, Meituan, etc., these all belong to the public domain traffic pool, and all customers who visit can be called public domain traffic. After these traffic enters the platform, they can visit different stores and buy different products.

Private domain traffic refers to personal independent traffic, which is private or enterprise-specific and cannot be shared with others. It can directly reach the user's channel at any time and frequency.

The advantage of private domain traffic is that it can have an impact on users without any usage cost, or it can have a stronger impact on users at a lower cost than other methods. Currently, the more common ones, such as WeChat public accounts, WeChat communities, personal accounts of WeChat merchants, QQ groups used by students for practical operations, QQ personal IP numbers, etc., all belong to private domain traffic.

The private traffic closed loop refers to stringing together multiple private traffic pools and connecting users together. For example, users can access information in your QQ group and see your push notifications on your QQ personal IP number.

For example, the public domain is like the ocean, which is full of fish; while the private domain is the pond and stream in your home. To raise fish, you must first catch the fish from the sea and bring them to your pond; to raise more fish, you must expand the pond; to form a closed-loop ecosystem, you must use streams to connect different ponds so that fish can swim between different ponds.

4. HOOK model: Activating and retaining users

Only when we guide new users to complete our designated actions and realize the core value of our products, so that users use the products for a long time, can we finally achieve the purpose of retention. Otherwise, if users fail to meet their expectations after using the products, it will cause user loss. So how can we effectively activate and retain users?

In his book "Addicted", Nir Eyal proposed the HOOK model: it is divided into four steps, corresponding to Trigger, Action, Reward, and Investment.

1) Trigger

It can also be said to be bait. The trigger mechanism is generally divided into external trigger and internal trigger. External trigger can be understood as the user passively receiving information. Common external triggers include: PUSH reminders in the notification bar of mobile phone APP, email or some well-known celebrity recommendations.

For example, live streaming sales are very popular now. Sometimes if we don’t watch the live streaming, we may not even think of buying those things. In other words, if the user was not originally aware that he or she had this need, but discovered this need under external influence, then this is an external trigger mechanism.

The internal mechanism is driven by the users themselves. For example, we don’t want to go out to buy groceries on weekdays, but it’s lunch time and we need to buy groceries. If a certain product can meet the user’s need for door-to-door delivery, the user will voluntarily enter the internal trigger mechanism.

2) Action

Triggering users to use our products or enter our private traffic pool through internal and external motivations does not mean that users will definitely use our products. It is possible that users enter out of impulse or curiosity. At this time, we need to guide users to take some actions in the second stage of the HOOK model, which is Action.

Our definition of action here is actually to allow users to use the core functions of our product and perform expected operations. Only in this way can new users truly feel the value of the product to them and be converted from new users into active users.

We have a model for user behavior called the Fogg model, as shown in the figure below. The horizontal axis represents ability requirements and the vertical axis represents motivation.

The Fogg model has a formula: B (behavior) = M (motivation) * A (ability) * T trigger factor.

In other words, the higher the motivation, the lower the required ability, the stronger the inducing mechanism, and the more likely the user will take action. To get users to take action, it is necessary to increase their motivation while reducing the ability requirements.

For example, when a new user downloads the Tik Tok app, after the user opens the app, the first thing that pops up is not the common website or app that requires you to log in and register, but the short video page that is presented directly. And after watching a video, it will automatically slide to the next video in an infinite loop. When a user wants to make comments or forward messages, the user has basically become an active user. Only then will the Douyin APP prompt you to register and log in.

The advantage of doing this is that it minimizes the user's ability to meet their own needs. Users often dislike a lot of cumbersome registration steps. If users are asked to register before experiencing the core functions of the product, it will cause user loss.

3) Reward

In addition to the product itself being able to provide a good user experience and value, if it can also provide users with more potential rewards in various forms to maintain user interest, then the user's desire to use the product will be stronger.

For example, after completing certain actions, users can immediately receive some kind of reward. At this time, users can obtain a sense of satisfaction to the greatest extent and as quickly as possible, thereby increasing the stickiness of the product and achieving the purpose of self-propagation.

4) Investment

It refers to all behaviors that make users use the product again, including time, energy, social relationships, honors, money, etc.

The purpose of getting users invested is to make them unknowingly enter the cycle of our HOOK model again. When users pay their time, energy, and even money for this product, this investment will make users dependent on our products.

For example, playing Honor of Kings takes a lot of time and we may even spend money to recharge some skins. If a similar game appears at this time, we will not easily choose other games because we have sunk too much cost in Honor of Kings. This is one of the reasons why Honor of Kings makes users addicted.

HOOK model summary:

• The first step is triggering: getting users interested.
• The second step is action: reduce the requirements on user capabilities.
• The third step is Reward: users get feedback through their actions.
• The fourth step is Investment: Keep users invested and unwilling to leave.

Finally, a simple example is used to illustrate the four links: a store in a shopping mall puts a very beautiful bag at the door to attract users (trigger). The user enters the store and finds that the bag is not expensive, then takes a photo and posts it to WeChat Moments (action). Friends all say it looks good (reward). At this time, the user buys a lot of clothes and shoes to match the bag, and ultimately the user is reluctant to throw away the bag (investment).

5. SOP (Standard Operating Procedure)

Describe the standard operating procedures and requirements for an event in a unified format to guide and standardize daily work. As the basic thinking model for Internet operations, SOP has appeared in the job responsibilities of Internet operations in major companies.

Large-scale e-commerce festivals such as Double 11 and 618 each year also involve standardized processes:

• Campaign period (10.20-10.30);
• Warm-up period (11.1-11.10);
• Outbreak period (11.11);
• Return period (11.11-11.15).

As shown in the figure, what activities to hold, what advertisements to place, and what to do in each period are all SOP processes that large companies have fixed long ago.

In layman's terms, SOP is a product manual that records in detail key information such as what to do, when to do it, how to do it, how long to do it, etc., so as to refine and quantify the key control points. After getting the SOP, we can quickly sort out the work flow according to its guidance, grasp the key points of the work, and quickly get into work.

SOP ensures the continuity of daily work. Carrying out work in accordance with the relevant provisions of SOP can avoid major mistakes. Even if mistakes occur, they can be quickly checked, identified and improved through SOP. At the same time, SOP itself is an accumulation of knowledge and experience. Through repeated optimization of SOP, past experience can be accumulated and passed on.

In daily work, in order to correctly disassemble the SOP, the standard SOP generally contains six elements (5W1H):

1. What are you doing specifically (WHAT);
2. Detailed steps to perform this task (HOW);
3. The sequence of steps, specific times and specific conditions (WHEN);
4. The manifestation of each action during the execution of the task (WHO);
5. Where are the resources needed to perform the task?
6. Explain the WHY for doing this step and task.

6. 5 growth strategies based on the user life cycle

In addition to knowing how to acquire, retain, and activate customers, etc., user growth also requires us to return to the users themselves and adopt different methods for each cycle of the user's life cycle in order to increase the effective user growth rate, improve retention rate, and reduce the company's customer acquisition costs throughout the entire activity process.

For a growth and new user acquisition activity, we can divide the users in the activity cycle into five stages: introduction stage, growth stage, maturity stage, dormancy stage and churn stage, which are also the five life cycles of users.

1) Introduction period

First of all, during the introduction period, what needs to be done is to improve ROI (return on investment). When a company is initially attracting new customers, the first strategy is to use the right channels and the right creativity.

As mentioned above, private domain traffic is accumulated. Only the accumulation of early users can drive the execution of later fission, and quantitative change drives qualitative change. Only when users have more traffic and sufficient channels will they not feel difficult to promote and publicize, and will they eventually see amazing changes in data, laying a solid foundation for the execution of fission activities.

Secondly, finding the right channel will also help us promote it well, and creativity requires us to have suitable fission ideas, such as posters that can hit the user's pain points to fission a certain number of groups at 0 cost, suitable promotional language, and a smooth group entry process that we have designed.

But one thing is that when a company's products are not very perfect, it is not suitable to promote them blindly on a large scale. The most important thing is to discover the core functions of our products, promote them to specific users who have strong demand for them, obtain continuous feedback from these seed users, and help continuously improve the products.

If you forcefully promote an imperfect product on a large scale, it will not provide users with a good product experience, but will instead erode the target users' trust in the product, which will be counterproductive.

2) Growth stage

By attracting new users and multiple iterations of the product, the product now has a certain user base and can be promoted on a large scale, thus entering the stage of user growth.

At this stage, the product’s main core goal is to get more users to use the product, madly increase exposure, and increase the number of users.

At the same time, this stage is also one of the stages where users are prone to rapid loss. If you cannot master the evolution of the product during the period of increasing fan base, then attracting more new users will be useless. The strategy at this time is to quickly highlight the core value of the product and improve user retention rate through various means.

For example, new users of Luckin Coffee will receive many coupons after downloading the app, including exclusive coupons for new users and free drinks for new users. After downloading the app, users not only know that it is a coffee-making app, but also receive benefits and discounts at different stages as they use the app. Luckin Coffee has not only attracted new users, but also retained them and gained a good reputation.

The methods and means of growth can be considered from the following seven aspects:

1. WeChat system (H5 communication, red envelope sharing, distribution, etc.);
2. Content and information diversion (share products to get related information for free);
3. Spread through social media (seize hot events for marketing promotion);
4. Share product value (WeChat book sharing can get weekly cards, Pinduoduo group buying, etc.);
5. Advertising (offline and online);
6. SEO/ASO (improve the search ranking of the website and App Store);
7. Create events and allow users to spread the information offline independently.

3) Maturity

After reaching the mature stage, our main goal is user retention. After two stages of growth and iteration of product functions, optimization and user research are our main goals during this period.

On the surface, operators see retention figures and user activity, but the core is actually to improve user satisfaction and loyalty.

There are five strategic methods to improve retention during this period:

1. New user tutorial (to help users get started with the product faster and better);
2. Lower the threshold for using services (allowing more potential users to use the product);
3. User incentives (stimulating users to use the product more and promote the product);
4. User stratification and screening (fine-grained operations for different users);
5. Triggering of services (recalling inactive users).

User retention is the lifeline for most products. It is a matter of life and death. Therefore, we need to improve user retention from a multi-dimensional perspective. The essence of retention is to exceed user expectations. Many products have experienced the death line, that is, after rapid growth, the retention rate is very low or even the product ends its life cycle.

The longer the user retention time, the more valuable it is to the business. When the retention rate is high, the revenue will also be high. Therefore, some large companies now spend a lot of time perfecting the user experience and user retention strategies.

To a large extent, a good retention rate can greatly reduce the cost of acquiring customers. In this era of crazy traffic, the cost of acquiring customers is getting higher and higher, soaring from a few yuan to dozens of yuan. So even if you invest huge marketing dollars to acquire customers, it will all be in vain if you can’t keep them. Therefore, user retention is the key to the success of a product.

4) Dormant period

When a product reaches its dormant period after its peak, a considerable number of apps seem to have good daily active users, but in fact they have a large number of silent users, and the lack of effective awakening has led to increasingly serious user loss.

There are many factors that influence silent users, and it is difficult to determine why users become silent. What we need to do is to guide silent users to the growth stage as much as possible and avoid loss.

Let me give you an example here, such as Pinduoduo’s silent user retention. Many people may seldom use Pinduoduo or open the APP infrequently after downloading it, but Pinduoduo also has many new user acquisition and retention activities, which are widely displayed in WeChat Moments and social networks. While attracting new users, it will definitely stimulate silent users and awaken lost users.

For example, Didi or Luckin Coffee’s old users can get coupons when they invite new users, and the discounts are also very large. In fact, for these silent users, we can also encourage them as new users and treat every user seriously.

Although it is difficult to awaken all silent users, we can find high-value groups that are easy to awaken through event analysis, funnel analysis, path analysis, etc., and reach them through designed copywriting and incentives, and through push and SMS.

For some apps, the value of a single user is relatively high. We can also use user portraits to analyze which media silent users appear in, and attract their activity by placing corresponding advertisements, such as Gap’s SMS distribution promotion. These are all effective means for us to recall users.

5) Churn period

The last stage is the user churn period. Users in this period can also be profiled and recalled. However, for users in the churn period, the cost of recalling them is actually huge.

The lost user portrait is the action guide in the lost user recall system. Only when the lost user portrait is portrayed in detail and is more representative, the recall success rate will be higher. The following mind map is the basis for how to portray user portraits:

The strategy formulated during this period is to give users a reason to use the product again from the user's perspective. It must be clear that churned users are different from new users. They are a group of people who have used the product but later no longer use it for some reason, that is, a group of people who have a poor experience with the product or lack demand.

They are not completely ignorant about the product and may even have experienced many of the product's drawbacks. How to make users recognize the product's value again is the focus of the recall work.

The following 8 solutions are currently commonly used user recall methods:

SMS, email, push, WeChat notification, phone call, gift recall, welfare recall, event recall.

Summarize

Throughout the user lifecycle, what can operations personnel do:

• Introduction stage: Improve ROI, collect user feedback and give it to product managers to iterate products;
• Growth stage: Rapidly expand publicity, increase users through various means, and let users quickly experience the core functions of the product;
• Mature stage: Improve user retention and activity;
• Dormant period: Accurately awaken silent users through user segmentation;
• Churn period: Analyze the profiles of lost users, conduct targeted user recall, and consider whether to improve product solutions from a product perspective.

In summary, these are measures that can be taken precisely at each stage of operations. Only by conducting in-depth research on users, understanding user behavior, and formulating different growth strategies based on the five stages of the user life cycle in a true sense, and maximizing efficiency at each stage, can we not only rely on attracting new users to increase the number of users of corporate products when the cost of acquiring customers is so high today, but also fundamentally improve user stickiness of products through user retention and bringing in new users, and ultimately achieve product success.

3. Commonly used Internet terms

The following are terms that are frequently encountered in Internet companies from five aspects: products, operations, channels, content, and marketing.

1. Private domain traffic

Other terms: independent traffic, self-media.

Definition: Users who can be freely reused without paying and can be reached at any time, and are deposited in public accounts, WeChat groups, personal WeChat accounts, Toutiao accounts, Douyin and other self-media channels. Compared with public traffic platforms such as Taobao, JD.com, and Baidu, it belongs to the merchants' "private assets."

PS: In layman's terms, private domain traffic means that companies think the cost of acquiring public domain traffic is too expensive, so they direct their own traffic to WeChat, QQ and other ecosystems that can be reached at any time for storage in order to obtain more benefits.

2. Growth Hacking

Other terms: fission growth, viral acquisition.

Definition: Growth Hacking is about achieving explosive growth at low cost. Entrepreneurial teams use products or technical means to obtain spontaneous and rapid growth based on data analysis. Achieve massive user growth and ultimately increase revenue in the fastest, lowest-cost and most efficient way.

PS: In simple terms, it means acquiring customers at low cost through a series of means.

3. SOP

Another way to say it: process-based.

Definition: Standard operating procedure is to describe the standard operating steps and requirements of an event in a unified format to guide and regulate daily work. The essence of SOP is to quantify the details.

PS: In layman's terms, SOP is to refine and quantify the key nodes of a process, and is widely used in industries with clear indicators such as online education.

4. Middle Office

Other terms: data middle platform, business middle platform.

Definition: The middle platform is a system that can realize data exchange and enhancement. This system can support various forms of business at the same time. Such a system can not only avoid the waste caused by repeated development, but also greatly improve management efficiency.

PS: In layman's terms, it is a set of Sop processes applied to enterprises, which reduces repetitive processes and effectively improves the efficiency of enterprise business and data processing.

5. Social e-commerce

Other terms: group buying e-commerce.

Definition: Social commerce is a new derivative model of e-commerce. It uses the communication channels of social networking sites, SNS, Weibo, social media, and online media to assist the purchase and sale of goods through social interaction, user-generated content, and other means.

PS: To put it in plain words, the company has carried out an industrial upgrade of traditional WeChat businesses. The WeChat account of each seller developed is a "shop owner", who makes profits by posting to Moments and developing downlines in the WeChat ecosystem!

6. Closed loop

Another way to say it: closed-loop marketing.

Definition: A closed loop is a cyclical model that provides corresponding links to meet a series of related consumption needs of users one by one. Each link relies on and influences each other, and can serve as an individual support point or work together.

PS: To put it simply, it is about how to ensure that the project process can be self-consistent. For example, the commercial closed loop of a product is inseparable from traffic - conversion - retention - word of mouth, and the closed loop of growth is also inseparable from attracting new customers - promoting activation - retention - conversion - dissemination. The closed loop should not be fixed in pattern, but needs to be flexibly adjusted according to different businesses.

7. Sinking users

Other sayings: third- and fourth-tier users.

Definition: The network that was originally only sold in cities has spread and penetrated into the grassroots level of rural areas. It is a new marketing strategy and is targeted at rural areas with more developed economies.

PS: To put it in plain words, businesses have lost all the benefits of user traffic in first- and second-tier cities. More Internet companies are looking to third-, fourth-, and fifth-tier cities to carry out activities and attract those users who are sensitive to interests and have obvious characteristics, in order to seek another way.

8. New Retail

Other terms: Internet + retail.

Definition: New retail refers to individuals and enterprises relying on the Internet and using advanced technologies such as big data and artificial intelligence to deliver the goods consumers need in the exact quantity and in the shortest possible time, thereby minimizing the cost of the entire system while meeting service levels. Upgrade and transform the production, circulation and sales processes of goods, thereby reshaping the business structure and ecosystem, and creating a new retail model that deeply integrates online services, offline experiences and modern logistics.

PS: To put it simply, through technologies such as big data and artificial intelligence, users are no longer limited to online shopping. The platform concentrates data on all surrounding goods to give users a better shopping experience!

9. S2B2C model

Other terms: social e-commerce model, membership-based e-commerce, distribution system.

Definition: S2B2C is a new e-commerce marketing model that brings together suppliers to empower channel merchants and jointly serve customers. In S2B2C, S stands for the big supplier, B refers to the channel dealer, and C stands for the customer.

PS: To put it simply, the distribution platform (S) lowers the threshold for small B shop owners (B) to open stores at zero cost, and sells goods to their social circles through small B shop owners (C).

The following are terms that operations personnel often come into contact with. Other job positions in brackets mean that the term is also widely used in that position.

10. KOL (operation)

Other terms: Internet celebrity, big shot, top user.

Definition: A Key Opinion Leader (KOL) is a person who has more and more accurate product information, is accepted or trusted by relevant groups, and has a greater influence on the purchasing behavior of the group.

PS: To put it in plain words, it means having a large number of fans and having a great influence on the purchasing behavior of the user group! Although the advertising cost is more expensive than KOC, the fan base is larger.

11. KOC (operation)

Other terms: Xiao V, group owner, WeChat businessman.

Definition: Key Opinion Consumer. KOC is different from KOL in that it creates content in a certain vertical field for a long time to gain vertical marketing power. KOC cannot even be called an opinion leader, but it has a greater influence on decision-making among vertical user groups and can drive purchasing behavior of other potential consumers.

PS: In plain words, KOC is a consumer who can influence his or her friends and fans to make consumption behaviors. Although it has fewer fans and less influence than KOL, it is more vertical and cheaper to advertise.

12. AARRR Model (Operation, Product)

Other terms: user growth model.

Definition: Acquisition, Activation, Retention, Revenue, and Refer are the abbreviations of the five words, which correspond to the five important links in the life cycle of a mobile application. They are: acquiring users, increasing activity, improving retention rate, generating revenue, and self-propagation.

PS: The initial “template” of the user growth model.

13. ARPU/ARPPU/LTV (operation, product, channel)

Other terms: revenue per order.

Definition: ARPU (Average Revenue Per User), which is the average revenue per user. This indicator calculates the average revenue generated for the app by each active user over a certain period of time. ARPU = app revenue/app active users.

ARPPU9Average Revenue Per Paying User), which is the average revenue per paying user. This indicator assesses the average revenue generated for the app by each paying user within a certain period of time. ARPPU = app benefit/app paying user.

LTV (Life Time Value) - User Lifetime Value: that is, the lifetime value of a user, which refers to the average estimated value of the total gross profit contributed by a user during his or her life cycle.

PS: Several key indicators to measure user value within the product.

14. Funnel Model (Operation, Product)

Other terms: user path analysis.

Definition: There are multiple links from the starting point to the end point. Each link will cause user loss, which decreases successively. Each step will have a conversion rate.

PS: To put it in plain words, from display, click, visit, consultation, to order generation, there is loss in each step of conversion. Monitor each step to reduce the loss, so as to increase the order rate.

15. User life cycle (operation, product)

Another way to say it: The total time users spend on your product.

Definition: refers to the entire time period from using the product to leaving the product completely, which is generally divided into introduction period, growth period, maturity period, dormant period and loss period.

PS: Simply put, it is the life cycle of a user when you experience a product from downloading to active, then to paid conversion, to not playing much, and then to the final uninstallation. The life cycle of each user is different. Grasping an average value through big data represents the average user life cycle of the product.

16. IP operation (operation, content, marketing)

Other statements: personal IP, copyright operation, fan economy.

Definition: IP (Intellectual Property) operation refers to the continuous attempts of more operational means based on the type, characteristics and user attributes of the work, so that IP has a large number of loyal fans during the creation stage.

When the IP matures to a certain stage, you can start commercial exploration such as authorization, and develop more and more extensive paid users through various forms such as animation, games, stage plays, online dramas, peripherals, etc., and while verifying the value of the IP, it can further attract fans in more fields.

PS: In layman's terms, it means incubating its own unique IP (Tik Tok, Weibo, video blogger, new media, etc.) on the Internet with a purpose and rhythmic pace, and having a large number of fans, then commercially monetize and make profits.

17. A&B testing (operation, product)

Other statements: version testing.

Definition: AB testing is to create two (A/B) or multiple (A/B/n) versions for the web or App interface or process. In the same time dimension, visitors (target groups) with the same (similar) compositions are allowed to access these versions randomly, collect user experience data and business data of each group, and finally analyze and evaluate the best version, and officially adopt it.

PS: In vernacular, an activity tests data through multiple solutions. In the end, it depends on which solution is the best, which solution is adopted. Put aside subjective prejudice, and everything is data-oriented.

The following are the key terms related to channels.

18. ASO (channel, operation)

Other statements: brush volume, brush app store ranking.

Definition: ASO (App store Optimization) is the process of improving your APP’s rankings and search results rankings in various APP app stores/markets. ASO optimization is to use the App Store's search rules and ranking rules to make APP easier for users to search or see.

PS: Simply put, through various means such as ranking optimization and recommendation windows, users can more easily see our products in the application market and download and use them.

19. SEO&SEM (channel, operation)

Other statements: paid promotion, ranking optimization, bidding ranking.

Definition: SEO (Search Engine Optimization), translated as search engine optimization in Chinese. Improve the natural ranking of a website within relevant search engines by leveraging search engine rules.

SEM includes SEO, improving product display position in search channels through paid rankings, precise advertising and paid inclusion.

PS: In vernacular, SEO improves search ranking through free means; SEM improves search ranking through paid means.

20. ROI (product, operation, channel, content, marketing)

Other statements: production ratio.

Definition: (Return on Investment) Input-output ratio refers to the value that should be returned through the amount of resources invested.

PS: In vernacular, how much you invest and how much you return. In an Internet company, the measurement indicators will be used to estimate the ROI in advance to measure the activities you are doing, or how much resources you are investing and how much output is useful to the company. Afterwards, measure your personal output performance through actual data. A high ROI means sustainable, while a low ROI means inappropriate.

The following are the Internet terms that are focused on marketing.

21. Product and Effect Integration (Marketing)

Other statements: Product promotion and transformation.

Definition: The concept proposed by traffic pool thinking in recent years is that advertising marketing needs brand exposure and conversion effects.

PS: In addition to the brand being exposed, it also depends on the conversion effect.

22. Scenario marketing (marketing, operation)

Other statements: situational marketing.

Definition: A new online marketing model with the clues of "interest guidance + massive exposure + entrance marketing" is built around netizens' behavioral paths for inputting information, searching information, and accessing information.

PS: Through a lot of exposure, coupled with the corresponding scenes that occupy your mind during marketing, you will eventually achieve the transaction goal!

23. CTA behavior awakening (marketing, operation)

Other statements: behavior triggers.

Definition: Calling consumers to take immediate action. Provide consumers with compelling reasons to buy quickly, rather than delaying purchase decisions.

PS: In plain words, users are hesitating whether to buy or not. If you give users discounts, then use bait to price comparisons, so that you feel that you have made a profit!

The following are the Internet terms that focus on products.

24. PRD (Product)

Other statements: product design, development guide.

Definition: Product requirements document is a specific implementation plan for a single functional unit to view. Development can understand the logic of the entire product based on PRD; testing can build use cases based on PRD; project managers can split work packages based on PRD and assign developers; interaction designers can design interaction details through PRD.

PS: In vernacular, it is necessary to ensure that the document is readable and there is no ambiguity. From concept to drawing, from design to development, it all depends on it.

25. BRD (Product)

Other statements: Project instructions.

Definition: Business Requirements Document, is a product requirements content document (report) described based on business goals or value. Its core purpose is to use the company's senior management as an important basis for decision-making evaluation before the product is invested in R&D. Its content involves market analysis, sales strategies, profit forecasts, etc., and is usually a presentation document for decision-making to discuss. It is generally short and refined and has no product details.

PS: It is generally used to display projects for bosses or investors, without specific details.

26. MVP (Product)

Other statements: beta version.

Definition: refers to Minimum Viable Product, which means that it can realize a product that demonstrates the core concept as much as possible at the lowest cost. Through it, the product team can collect as much user feedback and data as possible to evaluate the benefits this product can bring.

PS: Extreme fast version derived from various products, such as Weibo Extreme fast version and Weibo International version.

27. Agile Development (Product)

Other statements: small steps and fast running + continuous iteration.

Definition: Taking the evolution of users' needs as the core, software development is carried out using iterative and gradual methods. In agile development, software projects are divided into multiple sub-projects in the early stages of construction. The results of each sub-project are tested and have the characteristics of visual, integrated and operational use.

In other words, a large project is divided into multiple interconnected but can be run independently, and completed separately. During this process, the software is always in a usable state.

PS: The product and development are in the same small area to prevent the development brother from being lazy and not working.

28. PLC (Product)

Other statements: commodity life cycle.

Definition: Product Life Cycle, referred to as PLC, is the market life of a product, that is, the entire process of a new product from the beginning of entering the market to being eliminated by the market. This process actually goes through a stage from "starting, growing, maturing all the way to recession".

PS: In vernacular, a product has four stages: start-up, growth, maturity, and decline. The strategies at each stage are different. Quickly verify and develop, and try to extend the maturity period.

29. User portrait (products, operations)

Other statements: user tags, user data, user roles.

Definition: User portrait is data about your fan group attributes, such as gender, education, occupation, income level, mobile phone model, hobbies, etc. It is based on various data left by users on the Internet, actively or passively, and finally processed into a series of labels.

PS: In vernacular, your daily Internet behavior will have a historical record, and the merchant will label you based on your user behavior data, thereby refining operations.

30. UCD (Product)

Other statements: humanistic design.

Definition: (User Centered Design) is a design thinking mode that emphasizes user-centric design. It is a design model that focuses on user experience in the design process and emphasizes user-first design decisions.

PS: It is important to ensure user experience during the design process, and everything else is secondary.

31. User research (products, operations)

Other statements: user surveys, data analysis, data application.

Definition: User research refers to the research on the user's task operation characteristics, perceptual characteristics, and cognitive psychological characteristics, making the user's actual needs a direction for product design, making your product more in line with the user's habits, experiences and expectations. It is based on deeper behavioral mining under the user's portrait.

In the Internet field, user research is mainly applied in two aspects:

1. For new products, user research is generally used to clarify user needs and help designers choose the design direction of the product;
2. For products that have been released, user research is generally used to discover product problems and help designers optimize product experience.

PS: Improve the product by studying some of the detailed behaviors of users.

32. Push push (products, operations)

Other statements: personalized push, big data recommendation.

Definition: Push is the abbreviation of the notification push of the App, which is divided into in-site push, local push and full push. Through big data, users' "personality" and "products, services, and content" attributes are accurately matched, and then the path to information reaches users is shortened through precise push, reducing user churn, and improving product activity and user recall through push.

PS: In vernacular, we can push content in a specific way through some online behaviors.

The following are the key Internet terms related to content.

33. Self-media matrix (content)

Other statements: Multi-platform operation.

Definition: With the brand or product of the enterprise or individual as the core, register and operate on multiple self-media platforms, open up promotional channels for multiple platforms, and achieve the purpose of collective exposure.

PS: In vernacular, all major platforms are registered and operated, and then collectively exposed and promoted.

34. MCN (Content)

Other statements: Internet celebrity incubators, brokerage companies.

Definition: Internet celebrity incubation, (abbreviation of Multi-Channel Network) The English abbreviation is a multi-channel network, and now it refers to an organization with the ability and resources to help content producers complete promotion and monetization.

PS: The things that Internet celebrities are dedicated to creating, promoting and monetizing are left to institutions.

35. Shape personality (content, operation)

Other statements: virtual character design.

Definition: Shaping a persona is to personify the account, brand, and product, thereby narrowing the distance with users.

PS: In vernacular, it means creating a real user with a character design for yourself and simulating a character design.

36. Content e-commerce (content, operation)

Other statements: content is provided with goods, soft and wide.

Definition: refers to inducing readers' purchasing interest through high-quality content. Use content to redefine advertising and shape the new ecosystem of e-commerce.

PS: It is less straightforward to advertise, and it induces readers to buy through different ways of content.

Growth is not only limited to acquiring users through low-cost means, but also making good use of delivery. It is also one of the main means within the controllable range of ROI. The following are several common delivery billing models in Internet companies.

37. CPA——Cost Per Action

According to event cost, this pricing method refers to billing based on the actual effect of advertising delivery, that is, based on pre-set conversion goals, without limiting the advertising delivery volume.

38.CPS—Cost Per Sales

Ads that calculate advertising costs based on the actual number of products sold are more suitable for shopping, shopping guides, and website navigation websites, and require accurate traffic to bring conversions.

39. CPC——Cost Per Click

Cost per click, the cost per click of online advertising, is the most common pricing form in the online advertising industry.

40. CPT—Cost Per Time

By time cost, this method is characterized by billing based on the user's usage time or usage cycle, which can fundamentally eliminate traffic swiping and activate cheating, and is one of the most real and effective marketing methods.

41. CPM—Cost Per Mille

Cost Per Thousand Impression Cost Per Thousand Impression Cost Per Thousand Impression; the cost paid by the advertiser for its ads 1,000 times.

In Internet companies, everything is data-oriented, and the data indicators of many products are also the focus of attention.

The following are Internet terms related to data.

42. DAU—Daily Active User

The number of daily active users, the number of users who log in or use a certain product within one day (statistic day) (delete users who log in repeatedly).

43. WAU—Weekly Active Users

Number of users who have logged in to the product within seven days. Count the number of users who log in or use a product within one week (statistic day) (delete users who log in repeatedly).

44. MAU—Monthly Active User

The number of monthly active users, counting the number of users who log in or use a certain product within one month (statistic day) (delete users who log in repeatedly).

45. DOU——Day Old User

An old player user means that the old player who logged in to the game on the same day refers to the new users not added on the same day.

46.DNU——Day New User

New users are added every day, indicating that the new users are added that day.

47. ACU——Average concurrent users

Average number of people online at the same time.

48. PCU——Peak concurrent users

The highest number of people online at the same time.

49. UV - Unique Visitor

The only number of visits can be understood as how many people have seen the page.

50. PV—Page View

The number of page views can be understood as the total number of times the page has been viewed. Each user visits to each web page in the website are recorded once. The user visits the same page multiple times, and the number of visits is accumulated.

The following two common terms for Internet companies to assess employee performance.

51. KPI—Key Performance Indicator

Key performance indicators are one of the methods of enterprise performance appraisal. It simplifies the evaluation of performance into the assessment of several key indicators, treats key indicators as evaluation criteria, and compares employee performance with key indicators to evaluate the method.

52. OKR (Objectives and Key Results

That is, the goal and key achievement method, which is a set of management tools and methods to clarify and track goals and their completion status. The main goal of OKR is to clarify the “goals” of the company and the team and to clarify the measurable “key outcomes” achieved by each goal. Employees work together and focus on making measurable contributions.

The difference between enterprise employee KPI assessment and OKR assessment:

• OKR Assessment: "What I want to do";
• KPI assessment: "What I want to do."

The understanding is different, but both emphasize that there is a goal and also requires execution. The idea of ​​OKR is to first set the goals, then clarify the results of the goals, then quantify the results, and finally evaluate the completion status.

The idea of ​​KPI is to first determine the organizational goals, then break down the organizational goals until the individual goals, and then quantify the individual goals.

Author: Henry

Source: UNNC Internship Circle